About the Project

I would like to present the digital storefront and landing page design I created for Nobi Bakery, a specialized brand that combines traditional Japanese baking with modern twists. The main challenge behind this project was establishing strong online visibility within Indonesia's highly competitive urban culinary markets. I set out to develop a polished online presence that elevates their unique artisanal craftsmanship and captures the interest of trend-conscious, younger demographics.

My design strategy focused on building a highly responsive, user-friendly landing page that moves the brand beyond a simple brick-and-mortar mindset. By prioritizing intuitive navigation and rich visual presentation, I engineered a seamless ordering flow for direct pickups and deliveries, making it effortless for busy city dwellers to explore their fusion menu and interact with the brand.

The design objectives are...

My 6-Step Design Process

This 6-step process is a refined take on classic design thinking framework, enhanced with technical insights I got from my professional experience. I applied this framework across these 4 projects to ensure every design is rooted in a clear "why".

1. 1
   Brief

   Gathering Information

   Asking the right questions to extract what's in their mind

   I've learned that the secret sauce is asking the right questions early on. I try to read the client's mind to make sure I truly get their expectations before I even start connecting the dots, it's all about getting those essential clarity before the clients/stakeholders leave the room.

2. 2
   Research & Moodboard

   Keywords to Concepts

   Focus on keywords that are easy to visualize

   I take all that raw information and find the most essential and useful keywords. I specifically look for words that can be visualized such as physical objects or particular adjectives like "sporty," "vibrant," or "luxury." These keywords are very helpful for starting my moodboard and make sure the visual direction isn't just a guess, but a directly translated from the clients/stakeholders mind.

3. 3
   Ideation

   Solving the Puzzle

   Design is about solving problems, not just decorating a page

   This is where the real creative heavy lifting happens. I use the client/stakeholder's core problem as the main "anchor" for every single idea I try to generate. It keeps me from being distracted by the "designers dilemma" (a.k.a just making things look pretty). If a design choice doesn't solve a problem, it is not a design just decorating. I'm hired to make things work through high-level creative thinking.

4. 4
   Wireframe & Prototype

   Building the Foundation

   Structuring the logic makes the creative phase 10x faster

   Before I get into the visual design, I build the skeleton first. This step is fundamental because it forces me to think purely about information hierarchy and user flow. It doesn't only keep me on the right track when I finally open the design tools, but it also speeds up the entire process in the long run. By narrowing down the solution early on, I can make sure the final design is laser-focused on the project's objectives.

5. 5
   Visual Design

   Aesthetics with Intent

   Beauty is the hook, but intentionality is what keeps them engaged

   Now, it's time for inserting the visual soul to the solid skeleton. Years of experience in design makes me very fluent in implementing most of the design principals that matter such as hierarchy, contrast, and composition. But it's not just about looking "cool". Every choice is made to build a genuine emotional connection with the target audiences and answer the "why" behind the design.

6. 6
   Delivery

   The Presentation

   I don't just sell the design, I sell the logic that built it

   I never just show the final design out of nowhere when delivering the result. I walk the clients/stakeholders through the entire step-by-step process before showing the result. By presenting the research and logic first, I help the clients/stakeholders understand the "why" before they even see the "what.". It transforms the presentation from just a simple hand-over into storytelling the project which validates the end result.

Understanding the Variables

Before designing anything, I mapped out who Nobi is, what makes it different, and who it is really for. Getting these variables right up front is what keeps every later decision grounded in the brand and its audience.

First, I started researching...

Brand summary: Nobi Bakery stands out as a specialized fusion bakery that intentionally blends time-honored Japanese baking methods with fresh, innovative flavors. Dedicated to artisanal craftsmanship and continuous menu evolution, the brand focuses heavily on crafting pastries that are as eye-catching as they are delicious. By gracefully merging regional tastes with traditional Japanese profiles, the kitchen creates distinct, high-quality sweet and savory options tailored specifically for trend-conscious millennials and Gen Z consumers.

User persona 1

Sarah Young Professional

Age 29 $80,000 Single

"I'm always searching for unique, visually beautiful food experiences that fit easily into my busy schedule and look amazing on my feed."

Sarah is a fast-paced marketing professional who spends her workdays crafting creative social media campaigns. Once the workday ends, she loves to dive into the city's trending food culture, scouting out aesthetic cafes and local artisanal bakeries. On weekends, she channels her energy into experimenting in her own kitchen and documenting her experiences for her personal food blog and Instagram. She deeply appreciates the ease of online ordering, which lets her indulge in premium treats like Nobi's signature matcha cream croissants even during her most hectic work weeks. The unique blend of Japanese style and local flavor profiles gives her the perfect, Instagram-worthy content her audience loves.

User persona 2

Alex Food Vlogger / Student

Age 23 $20,000 – $50,000 Single

"My audience tunes in for bold, eye-catching flavors, and I need a seamless way to bring these hidden culinary gems directly to my channel."

Alex is a university student and digital creator living in Jakarta who has built up a loyal following by highlighting unique local eateries and hidden culinary gems on YouTube. Known for an adventurous palate, Alex is always hunting for unexpected flavor combinations that stand out on screen. The striking visual appeal of fusion desserts like Nobi's "Pandan Dream" — which pairs vibrant pandan with Japanese matcha — is an ideal match for their fast-paced video content. Alex constantly uses Nobi's flexible pickup and delivery ordering choices to keep video production moving efficiently without breaking a sweat.

The problem identification...

To ensure the final design drives tangible results, I first isolated the key challenges preventing an optimal experience. The following breakdown pairs these core pain points with deliberate, actionable solutions, setting a clear roadmap for how each fix will improve the product's performance.

The Design Showcase

About “The Level-Up Lab”